CrossFit, Inc. is an open-source, international business dedicated to the improvement of human health and athletic performance. CrossFit is a real-world, functional fitness program with a unique capacity to humble the world’s best athletes while at the same time remaining universally scalable to facilitate development at all ability levels.
In 2001, the company started providing daily online workouts for free to the world via CrossFit.com and over the last 18 years, the popularity of CrossFit’s fitness regime grew rapidly. Today, they support over 15k affiliate “boxes” (i.e., gyms) and over 130k CrossFit-credentialed trainers.
In 2015, CrossFit reached a tipping point. The company had seen rapid growth in the US, but their EU affiliate numbers were quickly exceeding those in the United States. As CrossFit’s popularity grew in markets outside of North America, it became clear the company needed to provide translated materials to support trainers and customers in their native, non-English languages. To keep up with its international growth, CrossFit needed to:
Initially, CrossFit leveraged in-house resources to support its multilingual content needs and translate information into three languages. However, it eventually became apparent continuing to manage increasingly complex translation needs in-house was not sustainable. By 2017, translations for CrossFit’s training guides, tests, registration pages, correspondence and online course offerings had expanded to 16 languages. As a result, CrossFit needed a solid partner to to help them establish a scalable, long-term translation solution – enter Amplexor.
Using CSA’s Localization Maturity Model (LMM), Amplexor first assessed CrossFit’s localization state overall and determined it was at a “Repeatable” level, meaning it was beginning to formalize processes for core localization tasks and there was someone in charge of those tasks. Then they evaluated CrossFit’s training department, which had done a phenomenal job with minimal in-house resources and determined it to be at the “Managed” stage according to the LMM. This meant the team was using consistent processes, and with the company having initiated a partnership with an external supplier, they would have the support needed to meet their growing needs and guide them through their localization journey. The main challenges CrossFit faced included:
Amplexor has been a great coach on our localization journey. We went from having a home-grown translation program to having the support of an expert. This has been instrumental in our continued growth and in allowing us to build our localization program across departments.
Leah Polaski Training Department Operations Manager CrossFit, Inc.
Amplexor’s approach to implementing CrossFit’s translation program aligned with the CrossFit’s core philosophies:
First, Amplexor partnered with CrossFit and coached them on how to establish a more sophisticated localization process. By collaborating closely with CrossFit to understand the company’s goals, Amplexor was able to integrate new solutions with existing tools. Amplexor integrated their Transplicity platform into the existing CrossFit content management system which enabled CrossFit to stay within its budget.
Second, Amplexor also ensured the translation program was scalable to support CrossFit’s current situation and future growth. This ensured the processes being established could always handle translating the increasing volume of training material, website content and videos. To ensure scaling to ability, Amplexor and CrossFit took a number of key steps:
No one walks into a gym for the very first time knowing exactly what equipment or workouts will help achieve his / her fitness goals. The same can be said about establishing an end-to-end translation program. In either instance, it is critical to partner with the right coach to realize one’s objectives.
Amplexor’s ability to leverage CrossFit’s existing localization processes avoided ripping out existing infrastructure and replacing it with brand-new processes and systems. This resulted in significant cost savings. The scalable localization program also helped CrossFit fulfill their mission by delivering engaging multi-format content to customers in their native languages. Furthermore, partnering with Amplexor has increased maturity of CrossFit’s localization program to an “Optimized” state in the LMM, which means the company successfully deployed shared language services enterprise-wide, further centralized the translation function and is supported by translation management technology. Ultimately, the new solution helped CrossFit reduce translation turnaround time and cost, thus enabling faster market expansion and fueling global growth.
It’s been a pleasure to work with CrossFit – to build upon the solid foundation that had been started such that they could realize truly companywide global content and delivery. Every company is different, and it’s been great to collaborate with CrossFit to find a solution that aligns with their goals and their constraints.
Dean Berg Strategic Account Director Amplexor
Discover how we teamed up with CrossFit to help them: